6/18/2012 1 RECRUITING MARKETING AND ANALYTICS: BEST PRACTICES & CASE STUDIES Peter Brasket, Director, SuccessFactors/Jobs2Web LESSONS & BEST PRACTICES • Attracting Passives – Not an Oxymoron – SEO big driver – many searches without “Job” keyword • Reducing Friction – Providing a Happy User Experience – Fly Visitors to Relevant Opportunities – Eliminate the Scourge of Apply or Goodbye • Pipelining Talent – Build the Pools ahead of Need – Proactive vs. Reactive Recruiting – Lowers Costs, Improves Time-to-Fill – Great Business Value • No Gut Decisions – Data Rules – Replace subjective/user-selected inputs with weblogs-level data – Complete line-of-sight visibility to enable better decisions
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6/18/2012
1
RECRUITING
MARKETING AND
ANALYTICS: BEST
PRACTICES & CASE
STUDIES
Peter Brasket, Director,
SuccessFactors/Jobs2Web
LESSONS & BEST PRACTICES
• Attracting Passives – Not an Oxymoron
– SEO big driver – many searches without “Job” keyword
• Reducing Friction – Providing a Happy User Experience
– Fly Visitors to Relevant Opportunities
– Eliminate the Scourge of Apply or Goodbye
• Pipelining Talent – Build the Pools ahead of Need
– Proactive vs. Reactive Recruiting
– Lowers Costs, Improves Time-to-Fill – Great Business Value
• No Gut Decisions – Data Rules
– Replace subjective/user-selected inputs with weblogs-level data
– Complete line-of-sight visibility to enable better decisions
• More and Easier Engagement Leads to Higher Conversion Rates
• Higher Conversion Rates Lead to Larger Talent Communities
• Larger Talent Communities lead to
– Less Reliance on External Sources, especially Post & Pray
– Faster Time-to-Fill
– Lower Cost-per-Hire
PROACTIVE TALENT COMMUNITIES:
THE BUSINESS CASE
• Larger Talent Communities lead to
– Less Reliance on External Sources,
especially Post & Pray
– Faster Time-to-Fill
– Lower Cost-per-Hire
PROACTIVE TALENT COMMUNITIES:
THE BUSINESS CASE
6/18/2012
17
PROACTIVE TALENT COMMUNITIES:
LESS RELIANCE ON POST & PRAY
$0.00
$50,000,000.00
$100,000,000.00
$150,000,000.00
$200,000,000.00
$250,000,000.00
$300,000,000.00
$350,000,000.00
$400,000,000.00
$450,000,000.00
2008 2009 2010 2011
Client - Revenue
“The process of further diversifying our
Sourcing Strategy and remaining on the
cutting edge of Web 2.0 technology is
significantly impacting our results.”
SuccessFactors
Recruiting
Marketing
Client:
Staffing
Industry
PROACTIVE TALENT COMMUNITIES:
LESS RELIANCE ON POST & PRAY
SuccessFactors
Recruiting
Marketing
Client:
Technology
Industry
6/18/2012
18
• Larger Talent Communities lead to
– Less Reliance on External Sources
– Faster Time-to-Fill
– Lower Cost-per-Hire
PROACTIVE TALENT COMMUNITIES:
THE BUSINESS CASE
PROACTIVE TALENT COMMUNITIES:
FASTER TIME-TO-FILL
SuccessFactors
Recruiting
Marketing
Client:
Defense Industry
2011 to 2012:
Material
Improvement in
Time-to-Fill
Has
Material Impact
on Revenues &
Operations
Source: SuccessFactors/Jobs2Web Analytics
6/18/2012
19
• Larger Talent Communities lead to
– Less Reliance on External Sources
– Overall Higher Apply Rates
– Faster Time-to-Fill
– Lower Cost-per-Hire
PROACTIVE TALENT COMMUNITIES:
THE BUSINESS CASE
PROACTIVE TALENT COMMUNITIES:
LOWER COST-PER-HIRE
Data 1/1/11 – 9/7/11
Source of Hire from Postings
Jobs2Web = Career Site including:
• Career Site & Career Site Services
• Direct Visitors
• Email (Talent Community)
• Job Aggregators Organic and PPC
• Search Engines
Niche Job Boards include:
• Sologig
• MiracleWorkers
• CraigsList
K
E
Y
• Syncing the SuccessFactors Apply Process
with a parser resulted in a 350% increase in
the number of candidates added to the ATS
over the last year.
• Unique Career Site traffic has seen almost a
200% lift since the launch of SF Recruiting
Marketing.
• 85% of website traffic is now generated from
SuccessFactors-driven initiatives.
• 150,000 Talent Community Members who are
opted in to receive Email Agent job marketing
from the career site and have contributed to
over 106,000 return applies to our site.
SuccessFactors
Recruiting
Marketing
Client:
Staffing Industry
Source: SuccessFactors/Jobs2Web Client
6/18/2012
20
$1.6 Million Spent - Not Integrated - Broken Cross System Reporting - No Centralized Data - Little Optimization Capability
Results: - Total Hires: 300 - Time To Fill: 12 Weeks - Cost To Fill: $3,500
RECRUITMENT MARKETING PLATFORM IMPACT:
REDUCE COST-PER-HIRE
Source: SuccessFactors/Jobs2Web Client
SuccessFactors
Recruiting
Marketing
Client:
Healthcare
$1 Million Spent (Saves $600K or 40%)
- Fully Integrated
- Real Time All System
Reporting
- Centralized & Linked Data
Results: (1.5 to 2X better!)
- Total Hires: 500
- Time To Fill: 6 Weeks
- Cost To Fill: $2,000
RECRUITMENT MARKETING PLATFORM IMPACT:
REDUCE COST-PER-HIRE
Source: SuccessFactors/Jobs2Web Client
SuccessFactors
Recruiting
Marketing
Client:
Healthcare
6/18/2012
21
DATA-DRIVEN
SOURCING:
GOODBYE
GUESSING
ACCURATE DATA = BETTER EXECUTION
• Goodbye Gut Decisions – Data Rules
– Replace subjective/user-selected inputs with
hard/server-level data
– Complete line-of-sight visibility to enable better
decisions
6/18/2012
22
THE PROBLEM & THE SOLUTION
• ATS systems not designed for
multi-channel marketing/ capture
– User-selected pull-down menus
on “how did you find us?”
– Some have auto-tagging, but
limited to mainline Post & Pray job
boards
– Inability to tie initial and most
recent source of visit to apply
status
• Recruiting Marketing Platform is
designed for multi-channel
marketing/capture
– No User-selected menus – 100%
weblogs/server-level tracking
– Covers all online sources, and
even off-line sources (QR codes,
Print, Events) can be tracked via
Landing Pages
– Ability to analyze down to the hire
origination from original or last
referring source
Sourcing Mix:
• Allows you to
compare Visits
to Hires by
Source
• Allows you to
compare your
front end
sourcing mix
with
downstream
results from
your ATS
KEY REPORTING: SOURCING MIX
6/18/2012
23
SOURCING BENCHMARKS:
EMPLOYER & INDUSTRY DRIVE RESULTS
Visit # of Visitors:
Click to Apply
Complete Application
Qualified Applicant
Interview
Offer Made
Career Site
Hire
Search Engines
Job Aggregators
Major Boards
Niche Boards
# of Applications Started:
For Every Hire 1.0
# of Offers Made: 1.2
# of Interviews: 1.6
# of Qualified Applicants: 1.8
# of Applications Completed: 22.6
Based on 2010 results for key SuccessFactors-Jobs2Web client with hourly positions. Includes 2.6 million visitors, 260,000 completed applications & 11,500 hires.
31.3
225.0
Social Media
BE
NC
HM
AR
K
1.0
1.2
1.4
1.6
18.6
25.4
131.4
1.0
1.2
1.5
1.8
26.4
33.4
295.9
1.0
1.1
2.2
3.1
69.4
124.1
1,587.2
1.0
1.2
2.8
4.6
33.4
37.5
211.5
1.0
1.2
2.6
4.3
37.8
72.5
458.4
1.0
1.2
1.4
1.5
13.2
21.8
269.4
ANALYTICS: YOUR SOURCE EVOLUTION
Source Stacked
Trend
• Shows you
proportionally
over time how
sources stack up
• Showcases both
volume and
proportion at the
same time
• Provides great ‘all
in one’
assessment of
your sourcing
strategy
6/18/2012
24
FULL LINE-OF-SIGHT:
IMPROVE WHAT YOU CAN NOW MEASUREght
Full Line of Sight
• Provides a
detailed
overview of
Visits, to Hires
to Source
Costs
• Provides
comprehensive
filtering,
grouping, drill
down,
calculations
MEASUREMENT LEADS TO OPERATIONAL
IMPROVEMENT & EXCELLENCE
48
Based on Q1-Q2 2011 actual results for select clients with multi-channel marketing
strategy and complete ATS applicant status data provided to SuccessFactors.
Major Channel Visitors Subscribes
Apply
Starts
Visit To
Apply
CareerSite 5,010,651 211,165 440,282 8.8%
Career Site Backlinks 3,588,086 159,988 325,156 9.1%